Mercy Dube

Mercy Dube is a lecturer in the Department of Information and Marketing Science at Midlands State University Faculty of Business Sciences, Gweru, Zimbabwe, Her research interests are in Digital Marketing, Social Marketing, Consumer buying behavior and Relationship Marketing. She has published some articles on the mentioned areas of interests. She is involved in lecturing courses in digital marketing, e-commerce, consumer behavior and neuro-marketing aspects of branding.

Publications

AI-Driven Marketing Research and Data Analytics
AI-Driven Marketing Research and Data Analytics
Reason Masengu, Option Takunda Chiwaridzo, Mercy Dube, Benson Ruzive. © 2024. 490 pages.
The surge in technological advancements, coupled with the exponential growth of data, has left marketers grappling with the need for a paradigm shift. The once-established...
Digital Marketing for NPOs
Digital Marketing for NPOs
Edward Mudzimba, Fainos Chokera, Mercy Dube. © 2024. 23 pages.
Not-for-profit organisations (NPOs) are active participants in the global efforts of making the world a better place for all. The fluctuating political climate and shrinking...
The Future of Sustainable Marketing: Stakeholder Perspectives on Sustainable Agricultural Marketing
The Future of Sustainable Marketing: Stakeholder Perspectives on Sustainable Agricultural Marketing
Sinothando Tshuma, Mercy Dube, Delight Rufaro Hungwe, Reason Masengu. © 2024. 13 pages.
The concept of sustainable agricultural marketing is gaining momentum with many countries seeking to sustainably increase their market access, with rising concerns of opening...
Introduction to AI in Marketing Research: The Evolution of Marketing in the Digital Age
Introduction to AI in Marketing Research: The Evolution of Marketing in the Digital Age
Delight Rufarp Hungwe, Mercy Dube, Sinothando Tshuma. © 2024. 12 pages.
Due to digital realm, characterised by rapid technological advances and data abundance, marketing practices and the adoption of digital technologies have aided the transformation...
Redesigning Consumer Engagement Through Metaverse Strategies: Blockchain and Web 3.0 Technologies
Redesigning Consumer Engagement Through Metaverse Strategies: Blockchain and Web 3.0 Technologies
Mercy Dube, Sinothando Tshuma. © 2024. 16 pages.
The convergence of emerging technologies, namely blockchain and Web 3.0, has paved the way for a transformative shift in consumer engagement strategies within the metaverse. As...
Security and Privacy Challenges in Digital Marketing
Security and Privacy Challenges in Digital Marketing
Sinothando Tshuma, Reason Masengu, Mercy Dube. © 2024. 17 pages.
The global accessibility of information has led to numerous security and privacy challenges in digital marketing, which may outweigh the potential benefits. The effectiveness of...
Mixed Reality in Confronting Consumer Security and Privacy Issues in Digital Marketing: Integrating the Best of Both Worlds for Better Interaction With Users
Mixed Reality in Confronting Consumer Security and Privacy Issues in Digital Marketing: Integrating the Best of Both Worlds for Better Interaction With Users
Mercy Dube, Samuel Musungwini, Edward Mudzimba, Noreen Watyoka. © 2023. 15 pages.
The developments in technology have presented many opportunities as well as threats to businesses in interacting with their customers. Mixed reality (MR) technology is one of...
Sustainable Marketing in Emerging Markets: How to Market Sustainable Products in Emerging Markets
Sustainable Marketing in Emerging Markets: How to Market Sustainable Products in Emerging Markets
Fainos Chokera, Mudzimba Edward, Mercy Dube, Delight Rufaro Hungwe. © 2023. 27 pages.
This book chapter examined sustainable marketing orientation in developing countries focusing on how companies can navigate cultural regulatory differences with sustainable...
The Role of Digital Marketing in Sustainable Marketing: Using Digital Channels to Raise Awareness and Promote Sustainable Products and Services
The Role of Digital Marketing in Sustainable Marketing: Using Digital Channels to Raise Awareness and Promote Sustainable Products and Services
Mercy Dube, Sinothando Tshuma, Rukudzo Alyson Mawere. © 2023. 15 pages.
This chapter explored the role of digital marketing in sustainable marketing and examined how companies can use digital channels to reach consumers and promote sustainable...